Apply

Intake Interview

The beginning of your journey

Network with your fellow classmates in an informal, relaxed setting at the Kick-off event. As you head home, your online journey has begun...

3 March 2020

Vlerick Business SchoolBolwerklaan 21, 1210 Brussels, Belgium

1

Customer Journey Design

Week 1Available online on 3 March at 11:00 PM (CEST)

Matias Ketonen

CRO Strategist at Typeform

Barcelona-based

Pascal Persyn

CEO at Perpetos

Belgium-based

In the first module you will learn how to accelerate your sales process and shorten your sales cycle with a well-defined customer journey.

Designing a customer journey starts with a deep understanding of the motivations of your user, and aligning your company around them, by designing Personas, Buyers Roles and the Jobs-To-Be-Done framework.

Once you know your user's motivations, you can start designing the user journey - from the first touch to retention - by segmenting and optimising the funnels. You will learn to scale these interactions by using a mix of digital and human touchpoints, which Pascal implemented himself in his previously sold company.

Personalising the user interactions during the journey can be done by Account-Based Marketing, in which Matias has a profound background in.

Finally, you will gain insights into implementing a customer-first culture by breaking down silos, aligning the organisation, and using the right funnels across your teams.

Q&A

Online live Q&A

Week 2Live on 13 March, from 12:30 - 1:30 PM (CEST)

Interact with fellow participants and be challenged about your customer journey.

During a scheduled time slot, you will have the opportunity to receive answers on all your burning questions about your customer journey (which you sent in advance).

2

Go-To-Market Strategy

Week 3Available online on 16 March at 12 noon (CEST)

Hendrik Isebaert

VP Sales at Showpad

San Francisco-based

Philippe Haspeslagh

Professor of Strategy at Vlerick Business School

Belgium-based

In the second module, you will learn how to interact with your users by building a sales team from sales reps to sales managers andletting them scale your sales process.

Hendrik, a VP Sales himself, will teach you how to build a sales team yourself, providing you with the necessary insights into which questions to ask when hiring salespeople and executing scalable sales processes.

After building your sales team, you will learn how to bring your product or service to the market with them and leverage the power of partnerships. Having a better understanding of how to move along the lifecycle of a strategic partnership will help you forge new partnerships.

Chairman of Ardo and founder of the Capricorn Venture Partners, VC fund, Philippe will guide you through the process - from choosing a partner to negotiating the partnership deal.

Q&A

Online live Q&A

Week 4Live on 27 March, from 12:30 - 1:30 PM (CEST)

Interact with fellow participants and be challenged about your sales process and partnerships.

During a scheduled time slot, you will have the opportunity to receive answerson all your burning questions about your sales process and sales team (which you sent in advance).

3

International Markets

Week 5Available online on 30 March at 12 noon (CEST)

Juliana Mendéz

Founder of SaleSide

Barcelona-based

Walter Kuemmerle

Kuemmerle Research Group, Ltd & Former Professor at Harvard Business School

Boston-based

Laurence Van Den Keybus

Co-Managing Director at Belcham

New York-based

In the third module, you will learn how to expand your customer base by tapping into international markets.

Entering international markets starts with choosing a step-by-step playbook and executing it accordingly. Juliana will guide you in learning how to evaluate the attractiveness of an international market, enter it, and ultimately become a local market leader.

Once you are established in multiple countries, you will have to choose between centralisation with an HQ or decentralisation. You will learn how to ask yourself the right questions to help you with these decisions.

Finally, Valerie will demonstrate these internationalisation playbooks, providing you with a specific case study about how your company can enter the US market.

Q&A

Online live Q&A

Week 6Live on 10 April, from 12:30 - 1:30 PM (CEST)

Interact with fellow participants and be challenged about expanding into international markets.

During a scheduled time slot, you will have the opportunity to receive answers on all your burning questions about expanding internationally (which you sent in advance).

4

Building an HR organisation

Week 7Available online on 13 April at 12 noon (CEST)

Janet Van Huysse

Head of People at Cloudflare & Former VP HR at Twitter

San Francisco-based

Koen Dewettinck

Professor of Human Resource Management at Vlerick Business School

Belgium-based

In the fourth module, you will learn how to design archetypes and management relationships.

Gaining insights into building layers in your company will be tackled by Janet - who, as Twitter's first VP of HR, grew the team from 50 to 600 people.

You will also learn about the relationships of the executives with their Board of Directors and the evolution of their roles. Finally, you will learn about the importance of the cultural dimension of performance (as opposed to focussing on financial rewarding).

Q&A

Online live Q&A

Week 8Live on 24 April, from 19:30 - 20:30 (CEST)

Interact with fellow participants and get challenged about building an HR organisation.

During a scheduled time slot, you will have the opportunity to receive answers on all your burning questions about building your HR organisation (which you sent in advance).

5

Recruiting & Managing Talent

Week 9Available online on 27 April at 12 noon (CEST)

Greg Marsh

Former Investor at Index Ventures & Senior Lecturer at Harvard Business School

London-based

Scott Tomtania

Head of Recruitment at Cloudflare & Former Global Staffing at Google

San Francisco-based

Xavier Baeten

Professor of Reward and Governance at Vlerick Business School

Belgium-based

In the fifth module, you will learn how to successfully support the growth of your organisation by attracting and retaining the right talent.

You will learn how to recruit the right talent and which questions to ask them. Then, Greg will teach you how to manage talent as a leader. A former entrepreneur and investor at Index Ventures, Greg has been on various sides of the table and will provide you with a variety of new insights.

Discover the ingredients of a total rewards approach to retain your talented employees. Once you understand which reward instruments are available, Xavier will teach you how to implement a reward strategy, by using the Vlerick Reward Strategy Tool, from Xavier.

Get to know what drives your employees by gaining insights into the psychological dimensions of rewards. In addition to the psychological side, you will learn specific tax tips and tricks to optimise your reward strategy.

Q&A

Online live Q&A

Week 10Live on 8 May, from 18:30 - 19:30 PM (CEST)

Interact with fellow participants and be challenged about recruiting and managing talent.

During a scheduled time slot, you will have the opportunity to receive answers on all your burning questions about recruiting and managing your talent (which you sent in advance).

Sofie Van Breedam, a Partner in Global Employer Services, will support this live Q&A and has over 18 years experience in advising companies and individuals on all compensation related tax and related matters.

6

Product Management Organisation

Week 11Available online on 11 May at 12 noon (CEST)

Katie Madding

Global Product Director at Adjust

San Francisco-based

Tom Dejonghe

Sr. Director of Product Management at Collibra

New York-based

In the sixth module, you will learn how to develop a product roadmap and feed it with scalable customer interactions.

You will gain a better understanding of the different roles of the product team, from Product Manager to Product Director. With the right roles in your team, you can begin to make your customer interactions scalable and use this feedback to improve your product roadmap.

In addition, learning how to make data-driven decisions will help you decide about which features to include in your product roadmap. Tom will also share with you how to deliver a great user experience - by creating user stories - when rolling out these new features.

Q&A

Online live Q&A

Week 12Live on 22 May, 12:30 - 1:30 PM (CEST)

Interact with fellow participants and be challenged about product management.

During a scheduled time slot, you will have the opportunity to receive answers on all your burning questions about your product management organisation (which you sent in advance).

7

Raising Finance & Interacting With Financiers

Week 13Available online on 25 May at 12 noon (CEST)

Dave Berkus

Angel Investor

Los Angeles-based

Sophie Manigart

Professor of Corporate Finance at Vlerick Business School

Belgium-based

In the last module, you will learn why you need a Board of Directors - and how to build a great one.

As one of the most highly-respected angel investors of Silicon Valley - with 180+ investments in start-ups and a return of 100%+ - Dave has been on many boards and will guide you through creating a high potential exit value with your board.

You will learn how to create value with your board with the 5 resources great boards supply. In addition to learning about these resources you will understand how to plan and execute a great exit. When driving towards an exit, you will learn how to develop a long-term vision for your company.

Sophie will teach you how to manage the investors on your board through different A, B, C & D funding rounds with Venture Capital and Private equity.

Q&A

Online live Q&A

Week 14Live on 5 June, 12:30 - 1:30 PM (CEST)

Interact with fellow participants and be challenged about raising finance.

During a scheduled time slot, you will have the opportunity to receive answers on all your burning questions about raising finance (which you sent in advance).

Graduation time

At the Graduation event, you will meet your fellow classmates and the experts from the modules face-to-face, in a mesmerising setting. After your 3-month online journey, you will become a true Scale-up Survivor!